Case Study

Seamless CRM migration and optimisation for Kuba

Full HubSpot CRM implementation and migration from Pipedrive, with ongoing optimisation, campaign support and CRM admin services.

Kuba
Kuba

Background

Kuba provides payment and ticketing solutions to the public transport and mobility sectors. Its scalable, account-based ticketing systems deliver card, contactless and mobile payments, enhanced reporting and data analytics. These solutions help transport operators and authorities to streamline the networks, provide better passenger experiences and reduce costs.

Founded in 2019, the company has grown rapidly to employ over 250 people across six offices, with technology deployed in more than 500 cities worldwide.

As part of this growth, Kuba required a CRM that could scale with them. The existing setup in Pipedrive and Mailchimp created silos and limited visibility, making it harder to track performance and plan strategically. With Vix Technology (Kuba’s sister company) already running on HubSpot, it was the right time for Kuba to make the move.

Engagement Overview

Growth London was engaged from pre-purchase through to complete HubSpot onboarding. The project began with a detailed scoping phase, including an audit of both Vix’s HubSpot portal and Kuba’s Pipedrive setup.

Our phased approach included:

  • Foundations and Data: migration of a large and complex dataset from Pipedrive and Mailchimp into HubSpot, including deduplication, enrichment and re-structuring of key properties such as company types, TAM definitions and lifecycle stages.
  • Sales Hub Implementation: building pipelines, deal stages, forecasting models and dashboards. Custom properties and saved views simplified sales management and improved forecasting accuracy.
  • Marketing and Content Hub Implementation: setting up campaigns, landing pages, blog, GDPR compliance, lead scoring and attribution tracking. Automated workflows and segmentation supported account-based marketing and improved ROI reporting.
  • Alignment with Vix: configuring dashboards and reporting structures to give leadership unified visibility across both companies, while maintaining separate brand identities.
  • Upgrade and enhanced implementation: we initially set Kuba up with the Pro tier HubSpot suite and then when the time was right assisted with the rollout of Enterprise to ensure improved alignment.
Kuba

A CRM built for growth and alignment

Kuba’s transition from Pipedrive and Mailchimp to HubSpot's customer platform created a unified Smart CRM that supports both marketing and sales, improves data quality, and aligns reporting with its sister company Vix Technology. The new setup provides Kuba with the tools needed to scale confidently and track performance with accuracy.

database-import

Data migration

Migration of a large and complex dataset into a fully configured HubSpot environment.

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Data enrichment

Clean and enriched data structure with clear segmentation of prospects, customers and partners.

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Lifecycle journey

Streamlined lifecycle stages and lead scoring models for improved sales and marketing alignment.

target-arrow

Foundations for marketing

Campaign-ready Marketing Hub with blog, landing pages, forms and attribution tracking in place.

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Reporting and dashboards

Executive dashboards aligned with Vix reporting for unified leadership visibility.

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Clean and optimised environment

CRM admin as a service to keep Kuba’s HubSpot environment clean, optimised and aligned with evolving business needs.

A trusted partner for growth and alignment

5-stars

"Growth London has been an invaluable partner throughout our transition to HubSpot. They guided us from pre-purchase through to full implementation and continue to support us with optimisation, campaigns and CRM administration. Their expertise has not only helped us align Kuba and Vix on one platform but has also given our teams the confidence and tools to work more efficiently. The team is on hand to troubleshoot and drive even better results from our campaigns, with helpful tips and suggestions that help us learn and improve. Having a trusted partner who understands both our strategic goals and day-to-day needs has been instrumental in setting us up for long-term success."

Services provided:

HubSpot CRM Scoping and Strategy, Data Migration from Pipedrive and Mailchimp, Sales Hub Implementation and Onboarding, Marketing Hub and Content Hub Setup, Executive Reporting and Dashboards, CRM Optimisation and Retained Support

Catherine Goddard Catherine Goddard/ Head of Marketing/ Kuba Group and Vix Technology

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